Quote:There has been a shift in the balance of power between online shops and shoppers, and in the opinion of Chris Russell of eDigital Research, it is all in the consumers favour. Increasingly likely to use broadband, the online shopper is sophisticated, confident and impatient. Good customer service is essential to almost a third of these consumers, as is good usability, Jupiter Research reports. Yet shoppers are fickle  only 17% remain loyal to an online shop they have used before  and fussy. One-hour delivery by online retailers such as Ocado has raised the bar for everyone, while Google has lifted search-engine expectations sky high.